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Nintendo Wii for Women in the UAE - Essay Example

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Masters
Author : jon44
Essay
Marketing
Pages 10 (2510 words)

Summary

The author of this research will analyse the strengths, weaknesses, opportunities, and threats to Nintendo Wii as well as the political, economic, social and technological environments of the UAE that will affect Wii's marketing strategy. …

Extract of sample
Nintendo Wii for Women in the UAE

Center of discussion in this paper is Nintendo Wii and DS, the company's blockbuster products in the beginning of the twenty-first century. In 2006, Nintendo's revenues are $5 billion, but a year after that, it jumped to $9 billion, a rise of 80%. From 2006 to 2009, revenues have risen from $5 billion to $18 billion, which means that sales increased by 260%. For the past two years, however, sales are dipping as Wii, DS, and Dsi are approaching market saturation in the United States. In 2011, Nintendo sold 4.5 million Wii units, which is a far cry from its 2007 sales of 7 million-strong units, and which translates to a drop of 35%. This is not surprising also because of the short product lifecycle of video games consoles and gaming software, where new products, hardware and software alike, are produced every two to three years, sometimes even less. This paper believes that Nintendo Wii should find a new market, especially in a foreign market where it is not doing well yet. This paper presents a marketing plan for introducing Nintendo Wii to women in the United Arab Emirates (UAE). The situation analyses will provide the information on why Emirati and non-national women are attractive new market segments for Nintendo Wii. The main target markets are Emirati women, although other women are included. The Emiratis continue to have a conservative culture that keep women inside their homes, which hamper women's education, employment, and even exercise opportunities. ...
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